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142836 142863 142920 142974 143057 143156 143226 143257 143284 143329 143384 143425 143511 143543 143631 143708 143742 143810 143890 143958 144001 144036 144087 144188 144224 144314 64 52 78 49 270 53 171 47 65 59 76 104 161 157 79 85 175 23 88 49 125 85 68 156 60 72 73 96 69 226 124 138 151 40 83 79 46 147 47 97 93 69 76 127 300 289 290 234 377 355 309 261 275 200 343 272 386 283 287 235 367 263 266 230 374 280 317 318 262 264 304 252 284 354 283 269 357 276 341 237 291 297 302 275 229 256 339 255 9 10 7 9 0 8 5 4 7 6 10 6 9 5 10 0 9 9 4 10 9 6 10 0 7 10 10 0 7 3 5 6 6 7 10 0 10 0 10 1 2 3 6 0 0 1 0 1 1 0 1 1 0 0 0 0 0 0 1 1 1 1 1 1 0 1 1 1 1 0 1 1 1 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 1 1 0 0 0 0 0 1 0 1 0 0 0 0 0 1 1 0 0 0 0 1 1 1 0 0 0 0 1 0 0 0 1 0 0 0 0 0 1 0 1 1 0 20 24 15 26 3 18 19 11 10 23 21 22 20 14 29 1 15 14 17 28 19 16 25 2 16 32 29 6 17 17 15 20 20 12 31 8 24 2 27 8 16 10 11 8 COPYRIGHT MATERIAL M-Tel Call Centre data: What does it tell us? In May 2015, Esther Ching is three months into her role as Operations Manager for MTel, a Malaysian telco company. Her main responsibility is managing all the complaint call centres located across India. These centres handle all billing complaints and service difficulties. The main products are landlines, mobile telephones and internet access. She is required to present a report about the performance of her section, as part of the regular performance review. In the original job description her role was to \"control the total costs of the complaints section while maintaining an excellent level of service to our customers likely to ensure long term return business.\" The main cost is the hourly labour costs of the over 300 consultants employed in a typical centre. Including on-costs this works out at $38 per hour but the salary is lower for the first 6 months of employment resulting in a cost of $29 per hour. The consultants range in experience from a few months to three years. To a very large extent, consultants can be rostered on and off to match the busiest periods of incoming calls, in three hour blocks. There are roughly equal numbers of males and females, though nearly all consultants are between 20 and 40 years of age. Esther wants to obtain a snapshot of how customers react to their experience with the complaints centre as well as the efficiency of the consultants in dealing with complaints. Problem Background The complaints section of the call centre has been in operation since late 2012. Prior to that date, this function was outsourced and the call centre only handled sales. Customers are often confused about the details of their M-Tel bills, especially during the first few months of their contracts. The level of confusion is not helped by the high turnover of sales staff who sometimes fail to properly explain the terms of a new contract and can send customers to inappropriate contracts for their specific needs. Customers reach the complaints section of the call centre of M-Tel through an electronic management system (EMS) that sorts the customer's problem into several COPYRIGHT MATERIAL categories. The EMS is also able to have the consultant record some basic data about each customer call as well as detect data input by the customer. Three time stamps are automatically recorded by the EMS. First, the time that the customer joins the complaint centre queue. Second, it records the time that the call is answered by a human operator. Third, it records the time the call is completed. All times are recorded to the nearest second. So it is possible to calculate how long each customer waited before being answered and how long the centre spent dealing with the customer complaint, all to the nearest second. Some customers hang up before reaching a consultant. Every thirty seconds, they are advised of the likely remaining wait time so many will hang up if the quoted time is too long. Others will initially hold and then hang up if the wait is not reducing fast enough or if it has been too long. Two important additional pieces of information are also obtained. First, the gender of the calling customer is also recorded by the consultant. The customer identity is known and on the database but the consultant records the gender by taking note of the name and voice. Secondly, and perhaps most importantly, at the completion of the call each customer is asked to rate their level of satisfaction with the company's complaint handling procedures. They hear the following recorded message at the end of the call. You have taken up your valuable time to contact us about a problem with MTel's billing service. We hope that the problem has now been resolved. We would appreciate you rating your service experience with our complaints service. The consultant you just spoke with will not be aware of your rating. Please give your rating on a scale 0 to 10 with 0 being most dis-satisfied and 10 most satisfied. You can speak your rating into the mouthpiece after the tone. The data. The worksheet EMS data contains data on 1120 calls automatically stored by the EMS from the Malay state of Johor only and over the month of May. This data base is only for customers with billing complaints and excludes those customers who hung up before reaching a call centre consultant. The lost calls comprise only about 5% of connections in the long run and it is believed that these customers will call back at a less busy time. The data also excludes those customers who declined to give a rating. These data comprise around 10% of calls. One could think of this as a 12th possible rating response of the customer in addition to the more informative response of 0-10. The first column headed hold records the number of seconds the customer was kept on hold before reaching the operator. The column headed service records the duration COPYRIGHT MATERIAL of the call in seconds. The column headed rating gives a satisfaction rating from verydissatisfied to very satisfied, coded on the 0-10 scale. Columns Customer and consultant have the gender of customer and consultant with 1=male. In the last column is the number of months the consultants has been in the job, obtained by matching the consultant ID which is recorded by the EMS with their HR records. The problem. Esther has the spreadsheet in front of her - a bewildering array of numbers. She somehow needs to convert these numbers into information, ideally information that leads to a better understanding of the management issues options. She puts out a tender for an analysis of the data base, and you win the job. Her letter scoping the job is below. COPYRIGHT MATERIAL Dear Consultants Churn in the mobile communications industry is high. M-Tel care about our customers and the call centre is one point in our customer relationship where we have a chance to make a difference. Customers are already inconvenienced when they call us. So we can either rescue or confirm a potential customer loss. Our call centre has collected information on a very large database of customers. I have provided you with a database of 1120 calls as discussed. Though there may be some differences across different centres and times of year, you can take the provided data base as a reasonable summary of all our operations. If we are happy with your analysis, we may hire you to repeat the analysis on other databases at a later date. Based largely on anecdotal evidence, but also on my probably superficial examination of the data, we suspect that there are stark differences between male and female customers and operators. The obvious other drivers of customer rating are holding times, service times and operator experience. Of course, from my point of view, service time is a cost which I would hope to control, if not minimise, but not at the expense of losing a customer. So my primary interest is to understand what drives customer rating, with a view to improving rating while controlling service times. Which of the drivers you identify could have managerial implications? I am not just interested in this for scientific curiosity! I want to be able to use the results. You are welcome to contact me with further questions or to seek my reactions to your ideas up until Friday August 26th. Sincerely Esther Ching Operations Manager (call centres) M-Tel Instructions on Report Writing In writing your report, imagine that you are not students submitting an assignment to an MBS Professor, but are consultants submitting to Esther Ching. You can assume that she is well educated with an MBA from a good business school though he does not want a lecture on the meaning of a standard error! Briefing from the client. You have a detailed email describing the overall aim and scope of the project. It is very common in practice for clients not to have fully thought through the details of what they really want when they provide a brief. There may be important information that were not provided though this was certainly not the intention of Esther when she (i.e. I) wrote the brief. You may also think of extra issues that seem important to you that the client may be interested in if you ask. Therefore, you can send ONE clarification document to the client containing no more than 5 questions prior to 9.00am on Friday August 26th. The client will not be expecting to have to read a long document to answer the question. You need to crystallize the question into terms that she can understand and respond to with a moderate amount of explanation. Don't bother asking for extra files of data or new variables. You can assume that none are available from the client. Format of Report Executive Summary The report should contain an Executive Summary of no more than 2 pages including graphics. Condensing the essential elements of the problem and solution into a two page executive summary will be a key task - and you will find that it also focuses your mind on what you have actually done, why and what is really important. So it is a good learning exercise as well as being a key report writing skill. The test of a good ES is - \"if you just gave the ES to the client and none of the body, would it be very valuable?\" The Executive Summary stands alone as an overview of the report. Language should be non-technical. It should a) identify and clarify the main issues - do not repeat the whole brief b) clearly present analyses of the main issues including the key numbers. Plots and tables are often efficient for this purpose. c) mention limitations and inadequacies of your analysis, as well as the main assumptions used in coming to your answers d) Provide key conclusions and recommendations in very brief point form. Page 1 Body of the report Contains an introduction to, and background of, the problem as well as explanations of how you formalised and set up the problem, moving to the analyses you performed and the results of the analyses. Only the material essential to understanding the analysis need be included. For instance, the introduction need not give an extensive general overview of the industry or company - the client should know this. All essential elements of the analysis should be in the body. However, you would not need to explain what a quadratic function is, though you must mention it if you use such techniques. (The client has an MBA!). The body of the report should not contain massive computer output but would typically contain descriptions of methodology, summary tables and graphs. Typical sections might be Background and Key issues (largely verbal and diagrams), Problem formulation (probably more mathematical), Analysis and results (probably using tables and plots to summarise), Recommendations and conclusions. The page limit on this section is 10 pages in total, and it should be well structured. You do not need to use the whole 10 pages to get a good mark! Appendices This is the place for data listings, minute technical details of the analyses or computer output. There is no specific page limit to this section, but please try to save some trees and only include materials that the client really needs to see. I will only refer to this section if I want to follow up on some issue mentioned in the body of the text that is unclear to me. Style The report must have a table of contents. English expression should be near perfect. Make sure your report is proof read by a native English speaker. Throughout, the assignment should be written in 12 point font or larger with at least 2cm margins. This, and the page limit, will be strictly enforced. Recommendations: Page 2 Recommendations must be clear. This is what the client is paying for. You should highlight the value of your analysis where appropriate. For instance if your recommendations will save the company $x million compared to what they were doing then you should sing your own praises. On the other hand, you should also mention any risks in the analysis such as key assumptions failing, and any factors that may limit the usefulness or applicability of your recommendations. The purpose of assignments in an MBA A personal View I see assignments mainly as a potential learning task rather than as an assessment task, and I think most of my colleagues would agree with me. The assignment will require a combination of computing skills, project management, writing skills and of course basic understanding of concepts in the course. You can use techniques from other subjects. Indeed, in this case you will be using the normal distribution which is mainly covered in decision making. This assignment is potentially very deep. People have written PhD's on this topic. There are some many questions to ask, so many scenarios you could consider. You can go as deep as you like if you feel it is a good use of your time, Note that submission of more material may not lead to a higher mark there is a law of diminishing returns in the effort spent on assignments. It is up to you as a syndicate how you want to organize the required work. If you give all the computing to the IT guru in your group then s/he will probably produce a great result but the rest of the group will not learn much. Similarly, if you leave all the writing to one person you will probably get a more polished and unified report but the rest of you will not have improved your report writing skills. So there is a trade off you have to make in terms of chasing the highest mark and maximizing your learning experience. This is something you will have to do in all your subjects and you may decide to take one approach for say DA and a different approach say for accounting. It is up to you. I can tell you now that the range of marks given for the syndicate assignment will be narrower than for the exam. The reason is simple - there is less variation in the absolute quality of the assignments than there is in the individual exam performances. This is to be expected since the assignment report represents the combined efforts of around 5 people. Nearly all groups will end up doing an adequate job of addressing the core issues of the assignment. Page 3